Master Trend Disruption and Sustainability Challenges for Luxury

ÉQUITÉ announces two new service focus areas that are crucial for luxury and premium brands: Trend Management and Sustainability Management. Master the challenges with an ÉQUITÉ Trend Workshop or an ÉQUITÉ Sustainability Workshop.

Daniel LangerJuly 15, 2017

Langer: Don't Trade Brand Equity For Easy Growth

Interview with Dr. Daniel Langer, CEO of ÉQUITÉ. WWD asked Langer to elaborate why luxury is the place to be, especially with Millennials.

publication, mediaDaniel LangerJuly 13, 2017luxury, premium, brand equity, WWD, publicatio, publication

5 Trends That Disrupt Luxury (And Brands Need To Act Fast To Survive)

Luxury is disrupted and companies need to become more agile if they want to survive in the new reality. We identified 5 trends that will be critical for companies to master if they want to survive the tectonic shifts that impact the luxury industry.

Daniel LangerJuly 12, 2017Luxury, Trends, Agility, Disruption

Four Success Factors Of Limited Editions (Learnings From The America's Cup)

A Limited edition is a unique opportunity for revenue and profit growth and to increase the value of brands. Observing the America's Cup offers great examples to isolate four critical success factors to develop, create and manage limited editions.

Daniel LangerJuly 6, 2017

Experience, Exclusivity, Excitement (The True Potential Of Limited Editions)

Limited Editions are a tremendous opportunity for brands to create highly exclusive pieces, add excitement and desire. And this can translate to the bottom line with direct profit impact. We take a closer look at Porsche's new 911 Turbo S Exclusive Series with learnings for every luxury brand.

Daniel LangerJune 22, 2017Porsche, Pricing, Limited Edition, nonlinearity

The Silent Destruction Of Many Luxury and Premium Brands (And How They Can Regain Life Again)

The reality of many luxury and premium brands is sad: They have been well positioned in the past but entered into the trap of lowering prices, engaging into entry level offers, and gambled with their equity. A systematic strategy and rigorous action plans are needed to turn them around.

Marketing, Management, LuxuryDaniel LangerJune 13, 2017pricing, luxury, brand equity, premium

Celebrities Are Luxury Brands, Too (And Their Brand Needs To Be Managed)

It sounds obvious, but celebrities are brands too. Consequently, whether they are perceived as relevant, premium, even luxury, depends on how well their brand is managed. Brand equity management and a sharp positioning is indispensable especially for celebrities.

Daniel LangerJune 10, 2017celebrity, brand equity, brands, marketing

Ask The Why Question About Your Brand (If You Want To Take It Upward)

Brands need a clear foundation. An extremely sharp equity definition. Without, their positioning is not clear enough. And as a result, they lack relevance and have limited potential for premiumization. When was the last time you asked the question: "Why should someone buy my brand, really"?

Daniel LangerJune 8, 2017brand equity, marketing, brands, premium, luxury

The Difficulty of Luxury Pricing (And How To Solve It)

How to price a luxury right? The dilemma is that too much means that potentially no one (or not enough people) will buy. And a too low price means not enough profit and may endanger the perception of luxury. Classic pricing methods don't work well for luxuries. Expertise and tools are needed.

Daniel LangerJune 5, 2017pricing, luxury, nonlinearity, datadriven

Corporate Brands Need Love, Too (And Suffer Without)

Corporate brands need brand equity, too. In fact, typically equity building for corporate brands is much more challenging than for product or service brands. Benefits of a sharply positioned corporate brand can include a higher company valuation by investors and shareholders, ability to attract and retain better talent and a higher appeal to consumers.